Where It All Began
In 1957, Doris Amster, Z"L, saw an opportunity where others saw an empty storefront. After moving from Newark to the suburbs, friends and neighbors began asking her to create special occasion clothing because there simply weren't stores nearby that offered the style and personal attention they were looking for.
Now she was no stranger to fashion. Before marrying and starting a family, she was an accomplished seamstress and a piece goods buyer for a department store in Brooklyn. Entrepreneurial, creative, charismatic, and never afraid of hard work, she recognized a need—and decided to fill it.
With just $300 she borrowed to get started, she opened the doors to what would become Chari Amster, beginning a family business built on service, relationships, and helping women feel their very best.
In the early years, customers often came right to the family's basement to shop. Chari, who was born in 1963, still laughs as she remembers sitting on the basement steps telling customers, "Go home and leave my mommy alone!" It's a cherished family memory, from one of the funniest women you'll meet, that reminds us this business has always been just that—a family business.
And so for 70 years Chari Amster has been more than a women's boutique. It has been a family tradition built on kindness, trust, and a genuine love of serving the women of our community.
From Doris to Chari: A Place for Women of Style
Doris believed shopping should feel personal. Every woman who walked through the door deserved to be welcomed by name, listened to with care, and helped find clothing that made her feel confident. Those values became the foundation of the business—and they remain its heart today.
As the years passed, the boutique grew alongside the women it served. The store relocated, eventually putting down roots in Livingston more than three decades ago, where it has become a destination for generations of loyal customers.
Today, Chari proudly carries forward the business her mother began, continuing the same commitment to personal service that Doris established nearly seventy years ago.
The common thread that Chari's mother has passed on to her daughter is dedication, attention to detail and eye for style.
Woven into the fabric of Chari Amster is the customer service and customizable options that are certain to cater to everyone's fancy. For over 60 years, Amster women have provided an incredible assortment of classic and innovative designs that keep multiple generations of satisfied families coming back every season.
Visit us for yourself and you will find something "from jeans to guest-of" and everything in between!
Seventy Years of Serving Our Community
Over the last seven decades, we've seen fashion trends come and go. We've witnessed changing neighborhoods, shifting shopping habits, economic booms and recessions, financial crises, wars, and even a global pandemic. Through every season of change, one thing has never changed: our customers have always come first.
As Chari likes to say, "We're customer first and customer friendly." Those aren't just words—they're the way we've always done business. We've opened the store on a Sunday when someone needed us. We've stayed late, arrived early, delivered clothing to customers' homes, and done whatever it took to make sure every woman felt cared for. Whenever our community called, we answered.
We've also had the privilege of growing alongside our customers. We've helped women dress for life's moments—new jobs, weddings, milestone birthdays, vacations, charity galas, and family celebrations. We've watched styles evolve, families grow, and yes—even our customers' sizes change over the years. Through it all, we've been honored to help women feel like the very best version of themselves.
A Legacy That Continues
Women who first shopped with Doris now bring their daughters—and even granddaughters—to shop with Chari. Those relationships are the greatest measure of our success. They remind us that while beautiful clothing may bring someone through our doors, genuine care is what brings them back.
Today, as we celebrate our 70th anniversary, we do so with immense gratitude. We are grateful to Doris for creating something so special, to Chari for faithfully carrying that legacy forward, and most of all, to the generations of women who have trusted us to be part of their lives. It all began with one remarkable woman, a borrowed $300, and the courage to believe she could build something meaningful. Doris Amster didn't just open a clothing store—she created a place where women felt welcomed, understood, and celebrated.
